Executive Summary

Executive Summary

The Success of Fast-food industry in Orange County, CA

Orange County, CA is the start-up place of fast-food industry which has transformed the American diet over the past three decades and become one of the most leading industries in the country. When people are looking for a quick, inexpensive, easy meal to grab on the go, fast-food is the common solution. There are close to 1000 fast-food chains in Orange County, with Mc Donald being the largest restaurant chain.

Fast food is about convenience, so most of fast food outlets are located in high-traffic and easily accessible areas. Fast-food companies can drive traffic through collectibles, cartoon characters, playgrounds of which kids are most favorable. As dealing with adult customers, they focus on the cheap and quick nature of the food.

The fast food industry is in a mature phase which experiences high competition and low growth rate in the past few years. As health concern is on the rise, consumers may turn away from fast food hamburgers; however, they are not turning their back to fast-food nor time consciousness. Drive-thru windows not only help improving efficiency but also increasing sales. Otherwise, substitute products may satisfy customer’s need of time in a similar way, but more important, they provide consumers with a healthier choice.

The fast food industry is expected for another major growth in the near future owed to Americans busy lifestyle that encourages them to visit fast food outlets. The industry holds promising growth prospects for both existing and new competitors as they add more of product varieties into their product lines. Moreover, these competitors have started going for international expansion and are offering discounts and combos to raise revenue from all the corners. Besides, the recovery and strengthening of the US economy will also pave way for the fast food industry

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